Programmatic Revolutionizes Solar Lead Buying

Programmatic Revolutionizes Solar Lead Buying

According to the Solar Energy Industries Association U.S. Solar Market Insight 2016 Year-in-Review report, the solar market doubled its size in 2016 and is on pace for record-breaking growth. “Over the next five years, the cumulative U.S. solar market is expected to nearly triple in size.”

With this blockbuster growth rate, the competition is fierce amongst solar companies to attract high-intent solar prospects, and lead generation is taking center stage. Events, content marketing, SEO, and lead acquisition campaigns are all being employed to entice prospects, with purchased solar leads remaining the most scalable channel.

Purchasing leads sounds simple, but unfortunately for buyers, the solar lead supply marketplace is highly fragmented and relatively unsophisticated. Dozens of lead suppliers deliver different levels of quality, consistency, targeting, and price flexibility. Under these conditions, scaling profitable and operationally efficient lead programs is a challenge.

For solar buyers navigating this landscape, a number of factors make it tough to succeed:

Customer acquisition costs go up because of inflexible and negotiated pricing; and,

Call center efficiency suffers because of the inability to match lead delivery and capacity.

But this is 2017! There should be a better and more efficient way to buy solar leads. Enter programmatic technology. Acquisition marketers across industries are discovering that the programmatic, platform based, approach to running campaigns in display and search, can be used to manage more optimized and efficient lead campaigns.